Tooheys Extra Dry ‘repays the mouth’ in a new marketing campaign via BMF + The White Agency
On Sunday, Tooheys Extra Dry via BMF will unveil the new ‘Repay Your Mouth’ marketing campaign; positioned as an evolution of the hugely successful ‘Tongue’ campaign of 2004.
The cheeky creative, sees a fresh take on the ‘Tongue’ which they originally created. The ‘Mouth’ will no doubt remind everyone of the love-hate reaction they may have felt towards the original ad.
The inspiration for the TVC stems from the fact that being a mouth can be a “thankless job”. A mouth has to eat bacteria ridden leftovers, laugh at unfunny jokes, spew out cheesy pick-up lines and do endless amounts of sucking up. And what do they get in return? The TVC concept suggests that it is about time people repay their mouths for the years of mouth abuse endured – and one way to repay them is with the clean crisp taste of Tooheys Extra Dry.
Says Matt Tapper, national marketing director at Lion: “The new ad is sure to grab attention and drive talkability – its provocative, but that is what’s great about Tooheys Extra Dry as a brand – we can be a little more adventurous 
with our creative. TED has always had a reputation for being left of centre, and we feel that ‘Repay your mouth’ once again pushes boundaries and builds on the fun and eccentric personality that Tooheys Extra Dry is loved for and is appreciated by our drinkers.”
The TVC was shot by award-winning Australian director Hamish Rothwell from Goodoil. Post-production company Alt.VFX were, once again, employed to create the animated elements of the talking mouth, having been involved in the previous Tooheys Extra Dry ‘Nocturnal Migration’ ad.
Says Justin Ruben, BMF creative director: “We wanted to stay true to 
TED’s long history of off-beat and surreal advertising. We also wanted to put “The Clean Crisp Taste of Tooheys Extra Dry” at the heart of the idea, just like the highly successful ‘Tongue’ commercial TED did all those years ago.”
The TVC, which will first air during The Mentalist on Channel Nine on Sunday evening, will be screened on free-to-air and subscription TV nationally.
The platform of ‘Mouth abuse’ is integral to the creative for the brand’s Facebook page, with the Tooheys Extra Dry mouth leading the movement as an ambassador for exposing mouth abuses everywhere. A total revamp of the Tooheys Extra Dry website will roll out imminently.
A digital ‘teaser’ campaign has kicked off on Facebook to build intrigue and interest in the lead up to the TVC launch. TED Facebook fans will be given a sneak peek of the ad later today at https://www.facebook.com/TooheysExtraDry.
The ATL campaign will be supported by outdoor, digital and PR to ensure that Australians everywhere are on the look-out for mouth abuses, and ready to repay their mouth with the clean crisp taste of a Tooheys Extra Dry.
Creative Agency – BMF
Creative Director: Justin Ruben
Art Director: Corinne Goode
Copywriter: Nigel Clark
Group Account Director: Tony Dunseath
Account Director: Emma McJury
Account Manager: Samantha Heckendorf
Producer: Sue Hind
Digital – The White Agency
Media – ZenithOptimedia
27 Comments
Pretty sure the tongue ad was before 2009
This is horrific on every front
:/
http://youtu.be/r6pM65JIYHw
Pssst… The target market that would have recognised ‘the tongue’ has moved on…
This is an insular trip down memory lane for the creative department…
2004, says Cannes Lions archive.
My ears and eyes just jumped off my head and told me off.
An agency that has run out of road and if ever there was evidence of this, this is it. Indulgent, repetitive and most sadly of all, just plain boring.
No, we don’t know what you mean Rubes.
I love this new ad for Listerine.
This is so bad, in every department. The direction is lazy, its underwritten and the post when compared to the original tongue ad is ok at best. Everyone complains on this site about overseas directors and post but when this is the best local production can achieve then we’re all doomed.
that is bad on all fronts.
And why does this mouth have a cockney accent?
The worst ad on tv. And the billboard? Seriously who is the client and how did the agency get this through? Shame shame – just plain stupid
Utterly revolting ad. Watched it once, had to turn away the next time. Yuck.
That’s what happens when you don’t have an ECD any more.
Repulsive on every level. Negative for the brand and will repel drinkers totally .
Sorry, but massive fail for this one .
This ad wrong
to far on the tongue of
Past that was fun great an great beat
This ad turn off and old idea
New beat same fun tongue would of been
Fun
Doesn’t make me want to buy the beer and
It’s summer away from wine to beer
The extra dry beer advertisement is disscusting make me feel sick every time it comes on tv !!! Doesn’t make me want to buy the beer at all !!
This is such a disgusting revolting ad does nothing to make me want to buy the product
What is the company thinking using such a disgusting ad
If I was running Tooheys, I wouldn’t use this add agency again.
Why do so many locally-produced ads look like they were graded with a dirty rag?
This is a disgusting advert .How do this things get passed for viewing Ridiculous!should be banned.
this is the worst most disgusting revolting ad i have ever seen in my life i will not buy this beer ever!!!!!!!!!!!
What an incredibly repulsive advertisement and if you think ‘any publicity is good publicity’ don’t you believe it/
M.Dillon
This is the second most revolting add i have ever seen the first one was the tongue which is just as repulsive and disgusting as this one. The marketing manager for Tooheys Extra Dry obviously has no idea on how to attract people to buy this beer not deter them.
This ad is UNIVERSALLY HATED by every single person in my household. Every time it comes on the tv we change the channel and I can honestly say that this is the first advert I have ever watched that has actively influenced me to NEVER by this brand ever even in the future.
I am currently 9 weeks pregnant and this is also the only advert I have ever experienced that makes me physically want to vomit. The marketing department should seriously consider shooting themselves.
Dear BMF,
I loved the original Tongue ad. It communicated to me that the beer I like to drink (and had been drinking since 1996) was something pieces of my body would remove themselves of there own accord and seek out without my conscious control as a result of me introducing them to my senses. Fantastic and well done (all those years ago – when was it? 2006).
This new ad communicates to me that I as a consumer of the product I like to lick dirty toes, suck face with a dog and at the end of it enjoy a nice beer.
Epic fail my friends. I have to turn the channel when the ad comes on as it is completely repulsive and makes me feel embarrassed as a consumer of the product. I like the clean crisp taste that you supported with your 2006? campaign and feel disgusted by your dog licking effort this year. I can’t wait until these ads stop airing so that I don’t have to imagine I’m kissing a dog or licking skanky toes while I’m trying to enjoy my favourite beer. How you would position a product around these visual images is unfathomable to me and I can’t believe that you were able to sell that to the client.
I’m 37 and hey – maybe the young cool kids think it’s great to suck face with dogs, lick skanky toes and wash it down with a nice beer. I’m assuming you’ve done your market research. I’ve known some pretty crazy people in my time but tongue pashing dogs has never been a concept that anyone has ever favourably suggested to me.
Keep it fun guys, funny, riscae, bold whatever but positioning a product with tongue pashing a dog is just gross.